Amazon's policies are changing, how should cross-border sellers plan?

On the afternoon of June 30, 2021, Ennet successfully held the "Facebook Official Private Salon Suzhou Station" event at the Courtyard by Marriott Suzhou. I have to say that friends in Suzhou are so enthusiastic!

In this event, Venus Tang, Business Director of Facebook Greater China's Agent Channel, Mr. Tian Haolin, CEO of Suzhou PayPal Information Technology, Mr. Song Xingzi, a senior seller of Suzhou Independent Station, Mr. Gu Yiwei of Suzhou Jili Innovation Technology Co., Ltd., and Niko, head of FunPinPin Academy, gave keynote speeches respectively.

Through keynote speeches, interactive Q&A, free questions and other sessions, we discussed with the Suzhou cross-border e-commerce sellers present the practical strategy for independent station growth in 2021 , the path of modernization and transformation of independent stations, the frequent changes in Amazon, and how the platform direction should be laid out . High-quality content.

In the main speech session, the first speaker was Niko, the head of FunPinPin Academy. Niko gave a detailed explanation of the practical strategy for independent station growth in 2021 , focusing on the difficulties faced by Chinese independent station sellers . He shared practical information with the sellers present in terms of product testing, expansion, advertising material production, landing page optimization, and smart customer service.

As a local independent website seller in Suzhou, Mr. Song Xingzi started from his expertise in independent website marketing and team building.

Mr. Song Xingzi's speaking style was straightforward. He simply and directly shared the practical knowledge of independent sites with the sellers present, focusing on product content, data review and analysis, traffic stratification and customer acquisition channels, and delivery logic .

Mr. Gu Yiwei shared his views on "Amazon is changing frequently, how should the platform be positioned?" with the sellers on site in Suzhou, including how to reduce market risks through multiple platforms and how to integrate operations and procurement .

He concluded: Whether it is a cross-border e-commerce platform or an independent website, only when the foundation is solid can the body remain stable. The channel serves the products. Find the advantages of your own enterprise and do it in depth in one category.

As a cross-border e-commerce company that has grown from an office area of ​​less than 100 square meters and less than 10 employees to a company with over 100 employees, independently developed ERP, launched an intelligent warehousing system, has an office area of ​​3,000 square meters, established a branch in the United States, a Beijing technology center, and a branch in Guangzhou, there is no doubt that Suzhou PayPal Information Technology Co., Ltd. is successful.

Taking his own company as an example, Mr. Tian Haolin gave a detailed explanation and analysis of the three transformation paths from single category to multiple categories in 2020, and said that the future path for the modernization of independent stations is to focus on platforms and categories!

The following are selected questions from the Q&A session:

(Speakers from left to right: Tian Haolin, Gu Yiwei, Song Xingzi, Suo Yingguang, Niko )

Q1: How can we improve the effectiveness of advertising? How can small businesses go the SEO route and what should they pay attention to?

Mr. Tian Haolin said: To improve the effectiveness of advertising, the first thing is to install Facebook's advertising analysis tool, the second is to quickly analyze the effectiveness of the advertisement each time and make timely adjustments, the third is to find an ad position with the best effect, and the fourth is to constantly update the advertising materials. Finally, remember to always use conversion as the optimization goal.

Regarding SEO, Mr. Tian added that to do SEO, you must first analyze the characteristics of your target customers' country, then select the main keywords and categories, and build the framework of the website. Secondly, you must pay attention to the long-tail research of keywords. After finding the keywords, you must check the matching degree of traffic, click-through rate, conversion rate, etc. Then you must create external links. High-quality content is very important for both users and search engines. Finally, it should be noted that although SEO is difficult, it cannot be done too quickly. You can only keep doing it, which will bring traffic to the site for a long time.

Q2: Recently, there have been a lot of controversy over interest disputes between employees, bosses, and friends in the cross-border circle. What lessons can we learn from this?

In this regard, Mr. Suo Yingguang, Operations Director of Suzhou Huawuque Amazon, said that he had indeed heard about these recent incidents, but these were just individual cases, and the overall industry atmosphere was still very good. Mr. Suo then expressed his views from the perspective of the leadership.

As a leader, you must have a good sense of risk control in the early stage , and it is very necessary to grasp the overall emotional atmosphere of the company. Secondly, you must continuously improve the core competitiveness of your products and build a core supply chain, so that even if some emergencies occur later, you can stand the test.

In the subsequent free question-and-answer session, sellers from Suzhou also actively participated and asked interesting questions to the guests on site.

Some sellers expressed doubts about the development direction of the cross-border e-commerce industry; some sellers expressed their opinions on cross-border To B to the guests; and some sellers asked how independent sites and Amazon set prices for the same product.

At this point, the "Facebook Official Private Salon Suzhou Station" event has finally come to a successful conclusion. Thanks to Facebook, FunPinPin and Jisu Logistics for their strong support for this event . There will always be a time to ride the wind and waves, and set sail to cross the vast ocean. I hope that friends in cross-border e-commerce will break through obstacles and sell big.

For those who are unable to come to Suzhou to attend the salon due to the long distance, that’s fine. The “Facebook Official Private Salon Qingdao Station” event will be held this afternoon at Qingdao Guangye Jinjiang Hotel. Friends in Qingdao are welcome to sign up actively. See you in the afternoon!

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